Getting ready for AMP

  1. What is AMP for Email?
  2. A new MIME type
  3. Using AMP in BEE, in a nutshell
  4. What you need to do to send AMP emails
  5. What your end users need to do to send AMP emails

What is AMP for Email?

AMP is an open source, web component framework, maintained by the OpenJS Foundation with significant support by Google. Its goal is to create great experiences across the web, focusing on interactivity and speed.

One of the most innovative parts in this framework is the addition of interactive elements in emails, to enable readers to take action directly in the inbox. It can also be used to fetch up-to-date information and present it each time an email is opened.

A new MIME type

Traditionally, a marketing or a transactional email is a multipart message, with two different parts delivered as different MIME types.

  • HTML: this is what the vast majority of email clients support. It is also the usual output of the BEE Plugin.
  • Text: Originally, this was the only way to send emails. When the HTML MIME type was rolled out, not all email clients supported HTML, or readers could set their client to stick to the Text version. The text part still acts as a fallback for the HTML part. BEE Plugin does not produce this MIME type.

AMP for Email works by creating AMP markup that looks like HTML but is a new specification. That code is written in a separate email file, delivered using a third, additional MIME type (on top of existing HTML and text types). We’ll provide a second, AMPHTML document when there’s AMP content in the email saved in BEE Plugin.

Using AMP in BEE, in a nutshell

  • Your end-users will add AMP content through AMP-powered content blocks.
    • For the moment, BEE will not support adding AMPHTML markup directly to the message.
  • When they add AMP content in BEE:
    • The message preview will contain a switch between the HTML and the AMP version.
    • Saving a message in BEE will return two files: the regular HTML + the AMPHTML version of the message.
  • Your application will need to save the AMPHTML, the same way it already saves the HTML when using BEE Plugin.
  • You will need to take care of some additional duties to send AMP-enriched emails.

What you need to do to send AMP emails

  • Your sending infrastructure must handle delivering an additional MIME type for AMP – this typically involves also becoming an authorized sender for dynamic emails.
    • In alternative, you can leverage one of the existing ESPs that already support sending AMP emails via SMTP or API, such as Amazon SES, Mailgun and Sparkpost. See the full list list here.
  • Your app must save the AMP markup, when returned by BEE, the same way it already saves the HTML document.
  • You should advise end-users on creating fallback for AMP content, due to limited client support for AMP – optional, but highly recommended.
    • For example, if they create an image carousel with AMP, they should also add some images for the HTML version. BEE will allow to hide content for the AMP version with a new “Hide on AMP” content property.

What your end users need to do to send AMP emails

The email sender – i.e. the end user of your application – needs to:

    • Have domain authentication in place (SPF, DKIM, DMARC) for the domain they use to send emails with your app.
    • Register with Google, Outlook and mail.ru as an authorized sender for dynamic emails, so that AMP emails will be rendered in the inbox of recipients who use these clients.
      • Each email client has a separate registration process.
      • Each email address that will be used to send AMP emails address needs to be authorized individually.
      • These registration processes usually involve
        • Meeting the client’s bulk sender guidelines
        • Sending a real, production-quality AMP email, from your production servers to a registration address.
        • Filling out a registration form after sending the email.